Title: Influence of brand personality on brand equity of fashion products in the digital age: an empirical evidence

Authors: Raj Kumar Mishra; Ved Srivastava; Nitam Singh; Saifuddin Ahmad

Addresses: Institute of Management Studies, University of Lucknow, Uttar Pradesh 226007, India ' Department of Management, FMS University of Lucknow, Uttar Pradesh 226007, India ' Institute of Management Studies, University of Lucknow, Uttar Pradesh 226007, India ' Institute of Management Studies, University of Lucknow, Uttar Pradesh 226007, India

Abstract: This study examines the influence of brand personality (BP) on brand equity (BE) for fashion products in the digital era, with a focus on the mediating roles of brand trust, attachment, and commitment. A descriptive and cross-sectional research design was employed to collect data through a survey comprising 30 scale items that assessed eight variables related to blood pressure (BP) and blood ejection (BE). A sample of 413 participants was selected through purposive sampling. Partial least squares structural equation modelling is used to test and validate the model. The results reveal that BP dimensions, such as prestige, attractiveness, credibility, and snobbishness, have a significant influence on brand trust, commitment, and attachment. Additionally, brand trust has a significant and favourable influence on BE, mediated by brand commitment and attachment. Gender also significantly affects BE, though it does not moderate the hypothesised relationships.

Keywords: brand personality; brand equity; brand credibility; brand trust; brand attractiveness.

DOI: 10.1504/IJLC.2025.149637

International Journal of Learning and Change, 2025 Vol.17 No.4, pp.333 - 352

Received: 25 Feb 2025
Accepted: 04 Jul 2025
Published online: 07 Nov 2025 *

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